SAP Sapphire 2025.

Turning enterprise transformation into an experience leaders can see, feel, and remember, from Orlando to Madrid.

Information |

SAP | 2025
Orlando, Arizona, US.
Madrid, Spain.

Exhibition Design, Creative strategy, spatial design, project management, technology integration, stakeholder coordination, user experience design, immersive content production.

Introduction

How do you make enterprise transformation feel real? How do you transform complex business software into experiences that decision-makers can actually feel and understand?

That was the challenge for SAP Sapphire 2025. We designed a 900m² immersive installation that translated the storyline "Next Era of Enterprise Management" into a coherent spatial communication strategy. Using SAP's fictional technology company "S.Tech" as our vehicle, we created a five-zone experience journey that made enterprise transformation tangible and personal.

Our mission: help 30,000 international visitors understand how SAP solutions transform businesses by experiencing the transformation themselves.

Challenges

Creating a unified experience across two continents requires more than compelling storytelling. With back-to-back events in Orlando and Madrid, we needed to craft an installation that would work across different cultures while maintaining consistency. And we had just five months from concept to final implementation.

The challenge was multifaceted: translate abstract enterprise processes into concrete spatial experiences, create personalized journeys for diverse business roles (CIO, CRO, CFO, COO, CHRO, CPO), and design modular elements that could be efficiently transported, assembled, and reused for future events. Every component had to function both independently and as part of the larger system - a balance between design elegance and practical sustainability..

Solution

We centered our approach on role-based personalization through S.Tech, SAP's fictional technology company. Visitors selected their business role and received personalized challenges that guided them through tailored demonstration areas.

Each zone communicated specific business functions through atmospheric design, material choices, and color coding. Smart-tags with NFC technology tracked visitor interests, creating personalized event recommendations throughout their journey.

Live machine demonstrations brought SAP's impact to life: automated systems distributed smart-tags via robotic arms, while an on-site injection molding machine produced silicone cases for the smart tags, demonstrating real-time supply chain optimization.

Results

The installation successfully engaged thousands of visitors across both locations, demonstrating how experience design can transform abstract business concepts into tangible, memorable interactions. We turned sophisticated business systems into experiences that decision-makers can touch, understand, and remember.

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